Recently, I shared one of my latest blog posts on LinkedIn and received this comment:
“Love this article and longer, high quality content is definitely the way to go. I’d love to see a side bar or other complementary content about the best strategies for promoting content once it’s written.”
This is a great topic suggestion — and one I definitely need to address.
Because the reality is writing great content alone won’t get you far.
Composing a high-quality piece and hitting “publish” just isn’t enough.
You have to help it along on its internet journey.
Hold its hand for a little bit. You have to guide it into the limelight, or, in some cases, shove it out there.
It’s the only way to ensure success – as opposed to publishing it on your site, crossing your fingers, and hoping against hope somebody will stumble across it and read it.
With solid promotion, you can help your blog reach great heights.
The only question left, of course, is this: “How do I promote my blog?”
Well, friends, I’m here with tons of actionable tips to help you do just that.
Settle in with your cozy beverage of choice.
Ready? Let’s get knee-deep in great content promotion tactics.
“How Do I Promote My Blog the Smart Way?” 15 Tactics, Tips, Tricks, and Strategies to Try
There are tons of ways to promote your content.
Not kidding. Tons.
Because the amount of information is so broad, we’re going to break this down further into categories.
Based on your resources, choose your weapon(s) wisely.
The Lowdown: How to Create Great Email Marketing for Better Content Promotion
You know the power of email marketing — or you should.
It has a mind-exploding ROI of $44 for every $1 spent.
Naturally, it can also do great things for promoting your content. Here are top tactics to try.
[clickToTweet tweet=”Need some ideas for promoting your next blog post? @ExpWriters has some great tactics to try!” quote=”Need some ideas for promoting your next blog post? @ExpWriters has some great tactics to try!”]
1. Build Up Your Email List
The number one thing you can do for content promotion is build up your email list. Once you have a direct line to a loyal, built-in audience, it becomes a platform for anything you publish.
Your email list will not only click-through to read your blogs. They’ll also share them with their social networks, which dramatically increases your exposure. In fact, your list is 3.9x more likely to share your content than people who visit from other places (like search results).
Email is widely used across demographics. According to Pew Research, 92% of adults online use it, and an average of at least 61% use it daily.
The reach potential of email is really, really big. So, how do you grow your list so you can tap into that?
We address this topic thoroughly in a previous post – it’s definitely recommended reading. Here are some key takeaways:
- Use compelling CTAs in your content that urge readers to subscribe.
- Create and offer free lead magnets (original guides, how-tos, videos, white papers, case studies, etc.). Collect visitor emails in exchange for your freebies.
- Create evergreen content that continues to provide useful information long past its publication date. Include powerful CTAs in each one that ask for subscriptions, or point visitors to your email-gathering lead magnet.
2. Send Content to Your Email List at the Right Time
After you’ve built an email list, you can send them an update about when you publish a new blog post.
Jon Morrow of Smartblogger calls this combination of blogging + email “the ultimate publishing platform.” He also uses some other choice words:
He’s totally right, of course.
Here’s an example of an email I sent out to my list notifying them about a fresh blog:
However, this strategy gets better if you send the email at the right time.
There has been a standard stat floating around for a while about optimal send times – send in the morning, and send on Tuesday or Thursday.
Those times were the right times up until recently. Now, the advent of mobile is shaking things up. More and more people are checking their phones for email versus sitting down at their computers.
Vertical Response analyzed recent data and found that the ability to check email anytime, anywhere, has changed what your optimal email send time should be. Now, the ideal sweet spot is either morning or late evening on a weekday.
Here’s an infographic that shows the send-time as compared to the transaction rate (email opens and clicks). In particular, late-night email readers show a lot of potential for engagement.
Sending a short, sweet email to your list when you publish an awesome new blog = key. That goes double for sending that email at the right time.
For you, that ideal time might look a little different from the average. Play around with when you send your blog update emails, and track what works. These two powerhouses combined could make all the difference.
3. Segment Your Email List
There’s another way to truly super-power your content promotion with email: Send out blog updates to the exact people who’ll love reading about whatever topic you’ve covered.
This means you need to segment your email list, according to a HubSpot infographic. Divide it up into categories based on information like your audience’s interests, where they opted-in for email in the first place, their purchase record, and more.
These people may show more enthusiasm for certain posts than other list subscribers. Send targeted post updates and you’ll start encouraging loyal followers who are more likely to share your content.
4. Promote Your Blog in Your Email Newsletter
CoSchedule has a great tip to boost your blog visibility via email. Use your email newsletter to highlight your weekly posts along with curated, relevant content from around the web.
For instance, at the end of the week, round up all your blog posts from the past seven days into your email newsletter. Include other great content that got published the same week. This provides high value to your readers, and it reminds them to check out what you’ve published recently. Win-win.
The Lowdown for On-Page Blog Promotion and Content Strategies
This next tip is pretty simple: Use your blog to promote your blog.
It sounds strange, but it works. Here’s how:
5. Invest in High-Quality Content (Content That Promotes Itself!)
After email promotion, the next best way to promote your content is to let it promote itself.
That means keep it high-quality all day, every day.
Here at Express Writers, just by increasing our content quality (more time spent on research and creation) we have significantly boosted shares, traffic, and comments.
Why is this so?
Because quality content can speak for itself. Here are some other reasons why it’s a self-promoter, via an infographic we did:
Mediocre content will need much more promotion to get people interested. Quality content, meanwhile, is inherently interesting. It stands on its own two feet, which means promotion is WAY easier.
Be the best answer to the question your user is searching for, and flesh it out with good writing, research, and attention to detail. Your efforts to get it noticed will take half the work.
6. Link to Internal Content
If you can keep your visitor on your site longer, you have a better chance of shepherding them into the fold. Loyal followers, in turn, are more likely to share your content than non-followers.
The result is a cycle of engagement, conversion, content sharing, and boosted visibility.
How should you link to your own content on your blog?
- First, always do it in a useful way. Only link to your other content when it’s relevant to the piece you’re writing.
- Next, avoid spammy links. Don’t link to the same article three times in one sentence. Don’t pepper every other word in a paragraph with internal links that aren’t relevant to your topic.
For a great example of internal linking done right, look to Content Marketing Institute. In this article by Joe Pulizzi exploring 2018 content marketing trends, related links are included in context with terms that help demonstrate that they’re not random picks:
These links are “handpicked.” That tells you they have been personally selected to go with the article you’re reading. It’s helpful and valuable for information gathering, but it also keeps you on their site longer. That’s just smart.
7. Use Creative CTAs
Using creative calls-to-action at the end of each blog you publish can help promote your brand and your other content. Really good CTAs drive traffic to areas you pinpoint, which can lead to higher visibility and conversions.
At Express Writers, we use creative CTAs that promote our course (education) and our services (done-for-you). For example, the end of this post encourages readers to check out other content pages on our site that explain our services:
CTAs are well-known conversion and click-through-rate (CTR) boosters. Don’t neglect them when it’s time to promote your blog content throughout your site.
8. Update Consistently, and Optimize Your Blog for Search
Don’t forget to optimize your blog for search engines! The organic traffic you can get from Google is invaluable.
Here at EW, this has been HUGE for us. We currently have over 4,000 keyword rankings in Google because we’ve optimized our blogs (over 700 of them) and zeroed-in on keyword opportunities.
The more you blog, the more pages you have on your site for Google to index. The more content you have that’s Google-indexed, the more your chances improve for higher traffic and leads. Just look at this HubSpot graph from a study that shows the correlation:
That’s the one-two punch you need: a consistent publication schedule with only high-quality content, and posts that target search with great keywords.
To hone in on the keywords to focus on in your blogs, you need to do keyword research. This is a big topic in and of itself, but there are lots of guides out there to help you.
If you’re a beginner, this HubSpot blog is a good starting point. Don’t forget to check out our own deep dives into this topic here at EW. Check out our articles and videos on how to handle closely related keyword terms, why keyword search volume doesn’t matter, and how to use long tail keywords naturally in your content.
The Lowdown on Social Media & More (Promote Your Blog Off-Site)
Use the resources at your disposal across the world wide web to give your blog the extra traction it needs. Social media is a no-brainer, but there are a few other tricks to flesh out your power to reach more people.
First, let’s start with the obvious:
9. Share on Social Media
The most basic way to promote your posts on social media is to share them. Whenever you publish a new post, share it on all your accounts, including Facebook, Twitter, Instagram, LinkedIn, etc. You’ll get hundreds, or even thousands, of extra eyes on it (depending on who follows you and who shares the post).
10. Widen Your Social Following
If your follower count is a bit low at the moment, increase your commitment to engage with people on a human level. Your goal isn’t to rake in followers, but to make genuine connections with other people that are mutually beneficial.
How to do it?
Reach out. Visit somebody’s profile in your “friend-of-a-friend” network and like some of their posts or leave a genuine comment. Participate in Facebook group discussions and Twitter chats.
Put yourself out there and mean it. The rewards will be ten-fold.
11. Create Unique Social Posts for Each Platform
When you’re sharing your blog posts on social media, don’t forget to compose unique posts for each platform.
That means you should write different posts for Facebook, Twitter, LinkedIn, etc. All of them will share the same link to your fresh blog, but they’ll be targeted for each unique audience.
To write the best posts possible, ones that will get noticed, compose each according to best practices. Don’t forget to post at optimal times for the best engagement.
For instance, for Facebook, posting the link to your new blog at 9 a.m., 1 p.m., or 3 p.m. gives it a better chance for engagement. This is according to CoSchedule’s analysis of 20 different studies.
For more on posting best-practices for each social network, our Handy Dandy Guide on How to Write Social Media Posts provides guidance, if you need it. (Plus, there’s a cheat sheet you can grab that makes it even easier!)
12. Use Hashtags to Reach Non-Followers
This tip is simple. According to best practices for posting to each network, include popular industry hashtags with your blog link to help a wider audience discover your post.
13. Repost Your Post!
Don’t just share your new blog posts on social media networks once. Set up a posting schedule where you share out your link multiple times during the day right after it goes live. Then, for the following week, share the link once a day.
This is a tip Neil Patel recommends:
14. Engage in Guest Blogging
Guest blogging can be a great way to promote your own blog. If you do it right, you’ll be publishing on a popular platform and getting your content in front of a wider audience.
However, there are a few keys to guest blogging strategically:
- Choose blogs that topically make sense for your guest posting opportunities. The audience of that blog should be in line with your own target audience. It should speak to the same interests and pain points.
- Choose top blogs with authority. These blogs will get lots of engagement, so you can benefit by association.
- Make sure you’re allowed to reference your own content wherever you guest blog. Linking to your own content naturally and in a way that adds value for the reader is a great way to get clicks and grow your own audience.
For a great example of the power of guest blogging, look at these statistics from Bamidele Onibalusi. After guest blogging on JeffBullas.com, he netted almost 800 visitors and 300 new email subscribers in two weeks:
15. Try Cost-Effective Ad Promotion
Of course, we have to mention ads once in this guide. You won’t be shelling out thousands of dollars, though. Instead, all you need is some pocket change.
An easy way to promote your blog on Facebook for very little money is through their ad tool. Just head to the Ads Manager to get started creating a campaign.
In particular, to promote your blog, your best move is to retarget your existing traffic. These people are already fans/followers, but they may have missed your post due to the quick-moving flow of their feeds.
Making sure these people see that you’ve got another great post ready is a simple way to boost traffic and engagement.
The best part? You could spend as little as $25 to get it done. Here’s how:
1. Choose a great, recent post that could use a boost. It needs to be REALLY good (but you’re already on top of those quality standards, right? Right).
2. Choose your ad objective. For this scenario, you’ll probably want to choose the “Traffic” option for your ad objective. Facebook says this will “send more people to a destination on or off Facebook, such as a website, app or Messenger conversation.”
3. Create a custom audience to target. Buffer has a thorough guide to creating ads and getting it done. Here’s a screenshot that shows you all the essential pieces of audience targeting:
After you narrow down your target audience, you get to choose your ad placement, budget, and schedule.
Then you’ll choose your ad format (single image works well, here), enter the link to the blog you want to promote, and create your ad text.
You may think you’re ready to confirm your ad at this point, but hold on a second. There’s one more step…
Set Up a Facebook Pixel to Track Ad Performance
Facebook Pixel is a little tool you can install on your website to help you track ad performance. If you don’t yet have it set up, you can find it under “Advanced Options” on the final ad creation page:
All it requires is adding a snippet of code to your site’s header.
Don’t know how to do that? The help guide shows you your options based on how you manage your website:
Once Pixel is set up for your site, you’ll need to create an event that tracks when people click your ad on Facebook. You’ll get an additional snippet of code to add to the existing Pixel code:
This is a low-cost way to quickly promote your blog and get noticed. By retargeting your existing audience, you’re grabbing that low-hanging fruit off the tree instead of leaving it to wither.
Go the Extra Mile: Promote Your Blog to Promote Your Reach
The high-quality content you’re putting out now should perform ludicrously better than your old, cheap efforts. (If you haven’t invested in quality yet, stop. Go back. Do not pass “Go.” Do not collect $200.)
But… (And this is a big “but”)…
…If you want to give your high-quality stuff that little extra push it needs, you need to promote your blog.
After all, you can’t reach super-star status without some good ol’ P.R.
In fact, think of yourself as your blog’s public relations manager. You want it to get noticed in all the right ways so people start associating your name/business with authority, value, and expertise.
Rome wasn’t built in a day, but they did get it done. Your efforts should be no different.
So, the only thing left to do is get out there and give your content every last opportunity to shine.
You can do this.
If you’re still struggling with the “content” part of that equation, there’s an easier way. Let us help. Book a call with one of our specialists today.